SIX American Dream Digital Display Units

Client Name:  SIX
Campaign: American Dream Universe Network Digital Display Units
Date/Timing: July – August 2025

THE SUMMARY
During tourist-heavy summer months, we really wanted to get SIX in front of both the local and visiting tourist audiences, and what better way to do that than one of the largest malls in America? American Dream contains a mix of 450 stores, services, and amenities, offering so many opportunities to get in front of a huge variety of people.

Our media buy included 138 digital displays of various sizes throughout the mall’s main retail, entertainment, and dining concourses, all promoting SIX as Broadway’s Reigning Hit Musical, and ensuring our messaging could not be missed.

THE CHALLENGE
SIX ticket sales were diminishing YoY, with Broadway fans having mostly already seen the show here in NY or elsewhere. The show needed to get in front of new audiences and help get on the radars of people who didn’t yet know about and hadn’t seen the show (namely, tourists and outer borough residents).

THE INSIGHT
In a space designed for spectacle, today’s audiences aren’t just looking to shop or be entertained — they want bold moments that break through the noise and give them something to talk about, share, and remember, but in an easily digestible format.

This approach meets audiences where they are — with high-impact, high-energy creative in a high-foot-traffic environment — creating a cultural moment that feels just as immersive and unforgettable as the show itself.

THE IDEA
Taking over 138 screens in the American Dream mall, where hundreds of thousands of shoppers are cycling through regularly, will give SIX the opportunity to create multiple, subliminal touchpoints in the journey of families, couples, and more who are out looking to both spend and find something to do together — the perfect audience for a Broadway show.

THE EXECUTION
In our ideation of broad awareness placements for the summer, we wanted a placement where we could boldly and immediately communicate that SIX is a major Broadway hit — with language that lands “Broadway” and “musical” at a quick glance.

We kept our bold, regal artwork, but replaced the copy with something shorter, yet bold, to keep the attention of audiences who have less time to take in detail.

THE RESULTS
Through this campaign, we reached approximately 5,692,968 over the course of four weeks. In New Jersey, we saw a spike in sales in the 8 weeks this ran, as well as the 8 weeks following.

From June 23 – July 20 we sold 766 tickets, accounting for 7.3% of the total revenue sold during this period. From July 21 – August 17, during the window of the American Dream takeover, New Jersey ticket sales grew to 1,164, accounting for 10.5% of the total revenue sold during this period. And from August 18 – September 14, sales grew further to 1,748 tix, 12.5% of the total revenue sold during this period.

KEY TAKEAWAY
Embedding the brand within an immersive, high-traffic entertainment environment allowed SIX to create deeper emotional engagement and organic brand exposure. The campaign was effective because it leveraged real-world interaction and shareable moments, positioning SIX not just as an advertiser, but as part of the experience.